Impact
Two executives from the same company each hired me for their next venture. Parkfield Dental: logo, complete visual identity system, and a bilingual (English/Spanish), accessible website. Evolve Dental Partners: a brand-compliant website the founder manages herself.
I worked my way from front desk to office manager at an Austin dental group and ran its website and blog. When two of its leaders started their own businesses, both called me.
| Parkfield Dental | Evolve Dental Partners | |
|---|---|---|
| Client | The group's former VP of Operations, who bought an established practice | The group's former CEO, a hygienist-turned-founder |
| I delivered | Logo + complete visual identity system, built into the website | Website built on the client's existing brand |
| Tools | Illustrator, Squarespace | Squarespace |
| Status | Live at parkfieldfamilydental.com | Handed off; site currently offline |
Parkfield Dental: a modern brand for an established practice
The problem
The VP of Operations bought an established practice with loyal patients but dated branding. He wanted it to feel modern and caring without losing the families who already trusted it.
What I designed
Logo and visual identity, built from zero (Illustrator): a single-line tooth mark and clean wordmark, precise like dentistry, friendly like family care.
Website on the same system (Squarespace):
- Book an Appointment always one tap away
- Custom line icons that echo the logo
- One simple navigation row, plus hours, phone and map in one place
- Responsive for phones
Designed for the whole community
Many Austin patients only speak Spanish, so I launched the site with an English/Spanish translator on every page. I also designed for accessibility: readable type, strong contrast and consistent buttons.
The client has since updated the site and removed the translator.
Evolve Dental Partners: building the foundation, then handing over the keys
The group's former CEO, a hygienist turned serial entrepreneur, asked me to build the site for her new venture.
- Turned her existing logo and brand guidelines into a clean Squarespace site
- Structured it so she could update it herself
- Handed it off; she took over editing from there
The goal: a site she could run without me.
What I learned
- Professionalism keeps the work strong. I keep feedback objective and decisions tied to business goals, whatever the dynamic.
- Empower the client, then let go. With a little guidance, a founder can run her own site.
- A logo is only as strong as the system behind it. Fonts, colors, icons and buttons made every page unmistakably Parkfield.
- Design for who walks in the door. Many patients only spoke Spanish, so a bilingual site came first.